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Friday, 2 August 2013

Essay on Organizations Creating Digital and Physical Presence

Synthesize what you have learned from the course readings, text, and discussions regarding a “space” (digital) and a “place” (physical) presence for an organization. Develop a two- to three-page paper in the correct APA writing style and analyze the marketing implications for reaching market segments using both mediums. How can customers move effortlessly from one to another? Do all market segments enjoy shopping at both, or should specific market segments use space or place exclusively? Give examples of companies who have successfully established a space and/or place presence. Include a minimum of 2-4 resources; 1 resource must be peer reviewed. List the resources in the correct APA writing style. Required Text Mullins, J. W., Walker, Jr., O. C., & Boyd, H. W. (2010). Marketing management: A strategic decision making approach (7th ed.). Boston: McGraw-Hil Required Articles Levitt, T. (1975, September-October). Marketing myopia. Harvard Business Review, 53(5), 26-40. Retrieved from www.casadogalo.com/marketingmyopia.pdf. Porter, M. (2002). What is strategy? The Free Library. Retrieved from www.thefreelibrary.com/Michael Porter:What is Strategy?-a085608624 Smallwood, J. E. (1973, Winter). The product life cycle: A key to strategic planning. In Enis, B. M., & Cox, K. K. (Eds). Marketing classics: A selection of influential articles. Boston: Allyn and Bacon. Retrieved from www.bus.ucf.edu/jallen/secured/Smallwood.pdf.l Irwin. ISBN: 9780073381169.

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